Selecting Events to Analyze

After specifying the time and the format of the goal, we can finally proceed to selecting the events we'd like to analyze. These events represent every marketing and sales touchpoint and need to be created one by one in order to properly attribute the revenue to all the relevant activities.

1. Click Select an event... and select an option from the drop-down list. In this example, we select Website Sessions (1).

2. Upon selecting an event, the Name field (2) appears and the Select Time Dimension field (3) is populated by a default selection, which you can modify. Selecting the Time Dimension is further detailed in the next few sections of this page.

Naming Your Event

3. In the Name field, choose a name that easily describes the event. In this example, we named the goal "Google" because in the next few steps we will define the event as website traffic coming from the source Google.

Selecting a Value Dimension

The Value dimension can provide further insight by breaking down the Event to more granular detail.

4. Click + value on the upper right corner of the Select Events box.
   Note: You can use the Value feature only once.

5. Under Value, click on Select dimension... (1).
6. Select an option from the drop-down list. Options displayed depend on the data sources you connected to the Dealtale platform. In this example, we selected utm_campaign (2).

      Note: To search for an option in a long list, type in a few characters of the property name and it will be populated in the menu so you can easily select it.

      Based on the Value selection above, we would see in the final attribution report under the Website Sessions event, a list of all the UTM sources and the incremental revenue/pipeline that they contribute individually, as shown in the image below.

      This feature is especially useful when you want to drill down to the details to understand which Google campaign is more effective and has a greater business impact. By default, the value list is displayed in descending order so we can easily see the objects that generated the highest goal counts and amount first (in this case, number and amount of opportunities).

Filtering an Event

1. Click on + filter (1) found on the upper right corner of the Select Events box.
   Note: You can use the Filter feature as many times as you want to refine your data.
2. Click on the filter by field (2) to select a property.
3. Select an option from the drop-down list. Options displayed depend on the data sources you connected to the Dealtale platform.
   In this example, we select utm_source (3).

      Note: To search for an option in a long list, type in a few characters of the property name and it will be populated in the menu so you can easily select it.

4. Upon selecting a property, two more fields appear on the right. Click on the middle and right fields to display drop-down options.
   In this example, we select contains from the middle drop-down options and Google and google from the left drop-down options. This will return all menu options that contains the string google.

      Note: Drop-down options displayed from the middle and right fields depend on the property selected in the left field.

Selecting the Time Dimension

When you select an event, the Select Time Dimension field is automatically populated. You can, however, modify the selection by clicking on it and selecting from the drop-down options.
In this example, we will retain the start_at selection. This will return the UTM campaigns that started within the date range selected in the report.

Selecting a Cost Metric

In cases where Cost is associated with the Event or the touchpoint, you can import it directly from the connected data source (ad platform, CRM, Marketing Automation platform, etc.) or enter it manually by uploading it in a Google sheet.

1. Click + cost found on the upper right corner of the Select Event box.

2. Two fields appear: Cost field and Cost Look Back Time field.

      Note: You can use the Cost feature only once.

3. Under Cost, click on Select a Cost metric...
4. Select an option from the drop-down list. Options displayed depend on the data sources you connected to the Dealtale platform.
   In this example, we select the Google Ads Ad Performance metric and the Cost metric option.

5. The Cost Look Back Time field is, by default, pre-populated with the Same as Goal option. You can modify the option by clicking on it to show a drop-down list.
   In this example, we retain the pre-selected option, which is Same as Goal because it makes sense to compare the same periods.

The image below shows how Cost appears in the report.

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